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The following billboard ads were all over the U.K. a month or so back, Paul Sackey, Steve Borthwick and Shane Williams,in different rugby style poses, all apparently starkers except for a thong (later removed by retouching the photos). I was struck by the quality and sheer impact of the shots. The press and poster campaign-"Innergear 6 Nations Rugby" was created for Powerade by:

Creative agency Mother
Copywriter Mother
Art director Mother
Planner (creative agency) Mother
Media agency Vizeum
Media planner Nick Halas
Photographer Alan Clarke
Photographer's agency Webber Represents
Retouching company Bayeux

But there's more to the campaign than the billboards, the Powerade website features a video that takes you behind-the-scenes at the photography shoot with exclusive interviews from Paul Sackey, Steve Borthwick and Shane Williams detailing how the Speedmachine, Bulldozer and Playmaker felt about getting their kit off! See it by clicking on the link at the end of this post.
Paul Sackey Ad Shane Williams Ad Steve Borthwick Ad


Naked Olympic athletes star in Powerade campaign


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